Starwood has gone to the dogs

Dog owners have long bemoaned the lack of dog-friendly hotels, but those days are over, Rover. Starwood has decided to welcome

Starwood isn't just giving dogs the green light: The hotels will also pamper them with comfy dog beds and amenities such as plush robes, doggie toys and massages.

Under the Starwood LTD (Love that Dog) program, rooms will offer custom-designed oversized pet cushions made by Eloise Pet Accessories, a celebrity favorite. The three brands worked with Eloise to coordinate the doggie beds with the human beds and guestroom design.

Food and water bowls and temporary ID tags with hotel contact information will be on hand. Some Westins will also provide robes, leashes and collars. W properties will have a check-in package filled with a pet toy, dog treat and bone and a special turndown treat for pups. The five W hotels in New York City will offer in-room pet massages by a licensed dog massage therapist.

Why all the fuss? Try 62 million dog owners in the U.S., 29 million of whom take their furry friends on trips.

"We intend to become the most dog-friendly hotel company in the land, and not just allow dogs to stay, but actually pamper and spoil them," says Barry Sternlicht, Starwood chairman and CEO (and dog owner). "We believe that like dogs, dog owners tend to be very loyal and will reward a company that loves dogs, too."